The first question out of most of my client’s mouths when I suggest a blog is the following: How much time will it take? The answer is simple. As much as you want it to. There are many ways to think about time when it comes to blogging but the most important thing to recognize is how much of it you want to devote.
Question of the week: How much time do you devote (or plan to devote) to blogging?
Bringing your personal brand to the forefront and mixing it with what your target market wants to know makes for a clear, concise blog personality.
This week we asked: Do you have a clear vision for your blog or potential blog?
1. Yes, my vision is clear - 0%
2. Maybe, I have a few ideas - 68%
3. No, I have no idea where to begin - 32%
My Thoughts: It seems that most of you have at least an idea of where you’re headed with your blog and 32% of you don't know where to begin. I'll shed a bit of light.
I often speak about staying true to your personal brand, and blogging is one of those areas where it becomes even MORE important. You want readers to get an instant sense of who you are, what you do and what makes you stand out. Once you have that straight, move on to your target audience. A copywriter that I work with says she often pictures writing to a specific person… do the same with your blog. Who are you writing to? Other lawyers? Potential clients? A specialized industry? It will help you become clear on what your blog needs to cover and how you can position your voice and your advice or opinion in the best light.
Finally, think about theme. Find a way to differentiate your blog from others out there that are similar. Mine places it’s focus on simple, straightforward legal marketing and business development advice that can be applied to everyday life and is formatted in a very specific pattern (question, poll, answer and discussion). Are you passionate about a certain topic within the law? Blog about that. Have special insight into city-specific rulings or legislation? Blog about that. Does your legal knowledge translate well into a long-term newsworthy topic (such as local real estate, celebrity divorces, or travel issues)? Turn it into a blog. Just be sure to choose something that interests both you and your target audience and do it in a voice that stays true to your personal brand.
As my colleague Carolyn Elefant of LegalMarketingBlawg.com says:
“In addition to staying on top of news streams, put yourself in a client's shoes. If you were a prospective client searching for a [bankruptcy or immigration or family or special education or fill-in-the-blank] lawyer, what kinds of questions would you have? What information would you want to know? And what would you hope to learn about your lawyer?”
Black Pearl: For great examples of interesting and focused blogs look no further than the blogroll at right. Click through and you’ll get a good idea of focus and content. A few of my favorites: DeathPenaltyBlog.com, themaclawyer.com, artlaw.foxrothschild.com, NYBusinessDivorce.com, and cruiselawnews.com.
Finding your niche when it comes to blogging is an important part of the process. Randomly commenting on events or ideas won’t cut it in this day and age…you have to have something that sets you apart and distinguishes your blog from the other million or so out there. So how do you know what to blog about? Use your expertise, your personal brand and your target market to begin with.
Question of the week: Do you have a clear vision for your blog or potential blog?
The key to a successful blog? Have a plan before your get started and stick to it!
This week we asked: Do you blog?
1. Yes - 2%
2. No - 40%
3. I'm considering it - 58%
My Thoughts: At least 2% of you blog, with another 58% considering it! Those who gave me a flat-out no? Time to reconsider.
As we touched on last week, everything you put out into the world should have your distinct stamp on it. From design to content, that includes your blog. Prior to jumping in head first, I always advise my clients to stop and understand the strategy behind the journey they are about to embark on. If you don’t have a plan, your blog becomes lost. Do your research. Look at what’s out in the blogosphere, what’s NOT out in the blogosphere and where you fit in with your expertise, your background and your target market. What do potential clients and referrals want to read about? What should it be called? How often will you post and will your posts have a set format? Will you write them or hire a ghostwriter? These are the questions (and more!) you need to answer before you get started. We’ll cover all of these topics in-depth in the coming weeks but feel free to post specific questions or concerns you wish to see touched on in the comments section below and we’ll do our best to bring you answers.
As my friend Kevin O'Keefe, CEO of LexBlog Inc. (and author of Real Lawyers Have Blogs) said in an interview with GPSOLO Magazine:
“I think the biggest thing is to know what you are doing. People are going to find and read your blog. They will search for and monitor particular words and phrases and see what you are writing on that subject… If you are not presenting yourself well and you do not know what you are doing, that is an issue."
Black Pearl: Want more O'Keefe advice? Here is the full article from the American Bar Association website. It's a great introduction to blogging from a pioneer in the "blawg" arena.
In the past year I can truly say I've seen an incredible interest from my clients in the area of blogging. Even my most internet-skeptical attorneys are venturing into this new arena (well, new to them!) and exploring the possibilities that come from expanding their brand online. So what makes a great blog? One word: strategy. But first...
Question of the week: Do you blog?
Whether it’s a blog or Twitter page, make sure your presence online is a true extension of the personal brand that you’re working to build.
The question this week was: My social media is a [fill in the blank] representation of my personal brand:
Great - 20%
Good - 40%
So-so - 0%
Weak - 0%
Nonexistent - 40%
My Thoughts: Kudos to those of you who have already recognized the importance of seeing your personal brand reflected in your social media. For the 40% of you, today is the day to rethink what goes out into the world.
As I’ve mentioned before (many, many times!) everything that you do should bear the stamp of your personal branding. Think about the market you have decided to focus on and tailor your online presence to attract them. What does your LinkedIn say about you? Does your firm have a LinkedIn page? If you tweet, what does your Twitter page look like? Does your picture reflect your visual brand? Is your logo clear and recognizeable? Are your tweets geared at drawing in the clients you want? Create a filter in your mind for everything you write and make sure your topics and tweets fit that criteria before you post them.
Now let’s talk about blogs. Look around at mine. It’s very clearly branded with my signature black. Even the title reflects my brand—both in the “black and white” and the meaning behind it. I give simple, straightforward advice; black is my signature color. That’s a personal brand. Content is the same idea… stick to what your target audience wants to know and don’t get off track.
As my colleague Glenn Callison of Munsch Hardt Kopf & Harr says:
"Keeping everybody on message is what our culture is all about. It's very easy to throw marketing dollars at a variety of events and social functions. However, trying to pull it together so there is a consistent message to build brand identity... that's the real challenge."
Black Pearl: Twitter power by Joel Comm is a great book about the power of social media. It's a great way for those new to Twitter (and even those already using it!) to truly understand how to make the most of their time online.
Social media has become a major talking point in the realm of marketing and business development. Today, almost every professional has a LinkedIn profile, if not a blog, twitter account and yes, even Facebook page. Whether or not you choose to participate in any of the above, you should know that everything that’s put out into the world needs to reflect your personal brand.
Question of the week: Does your social media reflect your personal brand?
There are 4 simple ways that you can dramatically increase your visibility-- and credibility-- in the circles you want to be known.
This week we asked: In the past six months I have:
Written an article - 51%
Given a speech - 19%
Made use of social media - 4%
Started a book - 0%
Done nothing to increase my visibility - 26%
My thoughts: It’s great that 74% of you have done SOMETHING over the past six months to increase visibility. It all ties into building your personal brand!
For those of you who have yet to read my E-book “Be A Celebrity In Your Own World,” I thought I would go over a few quick points in the 4-step plan. For more in-depth discussion, click the link in the Black Pearl below—it’s a quick and easy read. For those who have already read it, I'm curious to know what actions you've taken since then and how you've seen your visibility improve.
The thing to remember with all of these strategies is this: do everything through the prism of your own personal branding. Make sure that everything that is put out into the world reflects the visual and verbal ideas that you’ve set up and that it speaks directly to your target market.
As my colleague Peter Russin of Meland Russin & Budwick said:
“One's ability to generate business depends in large part on reputation and visibility. Reputations are built via hard work and providing intelligent,creative, ethical, caring advice to clients. Visibility is achieved by being involved in professional and charitable organizations, going to public functions, and publishing well-written material.”
Black Pearl: As I mentioned above, download my free e-book “How To Be A Celebrity In Your Own World.” It’s short and informative and will spell out, in detail, the strategies I’ve covered in this post.
You can’t have a brand without visibility. It’s rocket fuel for your marketing and business development efforts. We’ve discussed the importance of Google (if you haven’t yet, go Google yourself... you may be surprised what potential clients will see first), but there are many other options to increasing your visibility… and credibility.
Question of the week: What are you doing to increase your visibility?
Enter keywords:
